Executive Short Program
AI in Marketing Strategy
- Paris – Jouy-en-Josas Campus
- 2 days
- English
- 2950.00 €*
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Executive Short Program
Stratégies de marque Stratégies de marque
This cutting-edge program is designed for decision-makers who want to master brand management. It integrates the latest behavioural insights and practical tools to understand and influence consumer perceptions. In addition to academic teachings, renowned French branding and communication experts provide unique practical perspectives. Participants will develop skills in brand positioning, identity creation, multi-channel communication, and brand lifecycle management.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Dates upon requestLanguage(s):
French
Cost:
5 900 €*
Objectives
- Understand the psychological anchors of brand creation
- Position your brand in the minds of consumers
- Create a brand identity
- Communicate brand value across different media
- Manage the brand from creation to maturity
- Develop a brand architecture
Program
Develop effective brand positioning strategies to influence consumer perception.
Design a cohesive and memorable brand identity, integrating visual and verbal elements.
Utilize various media channels to convey brand value consistently and engagingly.
Master the different stages of the brand lifecycle, from launch to maturity, through repositioning and revitalisation.
Craft a solid brand architecture, manage product portfolios, brand extensions, and co-branding to maximise brand value.
Understand the importance of sustainability in modern brand management and integrate sustainable practices into brand strategy to meet consumer expectations
Profile
Who is this program for? Is it right for you?
Participant Profile
- Marketing professionals, product managers, designers, strategic planners, public relations publicists, communication consultants, and research analysts.
- Entrepreneurs and decision-makers who want to create or evolve their brand.
Prerequisites and Admission Criteria
Our program is designed for all executives, senior managers, and functional or operational leaders with at least 5 years of professional.
Faculty
Gachoucha Kretz
Associate Professor
In a world saturated with choices, a strong brand is not a luxury but a strategic necessity. This program equips you with the keys to create, position, and manage impactful brands by combining vision, innovation, and operational excellence.
Learning methods & evaluation
- Theory and fundamental concepts: In-depth introduction to branding and behavioural marketing concepts, based on the latest academic research and behavioural insights.
- Case Studies: Analysis of real-world examples of branding strategies to contextualise the theories learned.
- Co-development workshops: Team-based work to develop strategies specific to your company, fostering the exchange of practices and collaborative learning.
- Expert conferences: Preparation and inter-session work.
Registration
Would you like to register? Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: Dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Funding Options: Depending on your profile and chosen program, several solutions may be available to you. Visit our funding section for more information.
Download the brochure
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*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
Capucine MAITRE
Program Advisor Marketing, Sales & Business Development
maitre@hec.fr
